CRM on Demand for Higher Education: CRM for the Entire Constituent Life Cycle- Recruting


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This is the second presentation in the Apex IT series on CRM On Demand: CRM for the Entire Constituent Life Cycle. this presentaton focuses more on Recruting and featured Mike Statmore, CIO at Post University. Apex IT implemented CRM On Demand at Post in 2010-2011 as part of their overal enterprise stratgey focused on improving their students experience from prospect to Alumni.

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CRM on Demand for Higher Education: CRM for the Entire Constituent Life Cycle- Recruting

  1. 1. September 21, 2011Oracle CRM On Demand-CRM for the Entire Constituent Life CycleRecruiting and MatriculationPatrick Sells | Apex IT Higher Education PracticeMike Statmore | CIO, Post University Slide 1
  2. 2. Program Agenda Introduction Apex IT CRM in Higher Education Recruiting CRM On Demand at Post University MatriculationProgram ObjectiveIntroduce CRM as Complete solution for Higher Education. Show the value ofstraightforward capabilities and Higher Ed specific business process within CRMOn Demand. Supporting student constituents from recruit to alumni, CRM Iscritical to maintaining effective relationships with students throughout theireducational career Slide 2
  3. 3. Who is Apex IT?  An Oracle Certified Platinum Partner, Apex IT supports the core platforms of the Oracle Applications Suite, including: − CRM On Demand − PeopleSoft Enterprise − Siebel − Oracle E-Business Suite  Apex IT is a full service consultancy – our service offering addresses the entire application implementation continuum - everything from strategy development and implementation, to change management and training − Management Consulting“Apex IT is a gem that is − Web Services Development consistently under − Upgrade Lab budget and on time.” − Managed Services- Paul Greenberg, − Hosting CRM at the Speed of Light Slide 3
  4. 4. Apex IT Customers Slide 4
  5. 5. Project Scope Mapped to PeopleSoft CRM Modules Source: Gartner, Q&A: The Role of CRM in Higher Education Student Life Cycle Management, December 2009 "For a competitive strategy, Gartner believesthat institutions must have a CRM system for recruiting in place by 2011. By 2013, an institution will be at a competitivedisadvantage for recruiting without this type of relationship solution.” Slide 5
  6. 6. Defining CRMConstituent Relationship Management Inquiry to Application Inquiry 360o Student Slide 6
  7. 7. Defining CRM Constituent Relationship ManagementRECRUITING Focused on Prospects and Inquiry to Application Inquiries Generate awareness and define your brand via marketing Track campaigns and effectiveness Drive Prospects toward inquiry Inquiry so you can personalize and tailor the experience Guide Inquiries to Application Multi-Channel Communication 360o Plan StudentBENEFITS Increase Inquiries More Applicants Lasting first impression Automation allows more with less Slide 7
  8. 8. Oracle CRM On DemandComprehensive On Demand CRM Solution (SaaS)Built in analytics / data warehouseRapid configuration and deploymentIntegration to external applications / other Oracle appsIndustry leading Oracle technologyDeployment OptionsSingle vendor commitment Slide 8
  9. 9. Best Practices in CRM RecruitingBEST PRACTICE TRANSFORMATIONAL Prospect in CRM instead of SIS  Pre-App Submit data in CRM for quick reminder to finish Automated/Multiple intake channels [online inquiry forms, list imports from aggregators,  5 minute response from online inquiries test score loads, email inquiries] tracking multiple sources  Automate Multi-Channel communications that are connected and trigger off of Track all interactions each other (integrated) Multiple Communication Channels based  Predictive Modeling scoring of on audience: Prospects/Inquiries that dynamically − Direct Mail changes your Comm Plan… − Phone  That is automated… daily − Email, Online Web Forms (surveys, newsletters), Prospect Portal  Leverage Social Media, and is integrated − Chat  Mobile CRM for Recruiters/Counselors − SMS Text − In Person − Smartphone App Slide 9
  10. 10. Increased Recruiting Yield Through Multi-ChannelMarketing Strategy to Address Solution Enablement KPI • Increase Prospect to Inquiry • CRMOD: Test Score and Prospect Import • # of Prospects conversion through quicker, high- into CRM OD • % of Prospect to Inquiry Conversion touch, lower-cost response • ODM: Email to Prospect with link to online • Time to follow-up Inquiry Survey • Avg. duration of conversion • Increased Inquiry to Applicant • ODM: Personalized content in emails and • # of Inquiries conversion through online online microsites, driving Inquiry to apply • % of Inquiry to Applicant Conversion nurturing • CRMOD BI: Predictive scoring of Prospects • Time to follow-up and Inquiries on likeliness to matriculate • Avg. duration of conversion • ODM: Online Inquiry Forms created as Leads for immediate follow-up • Increased Application to • CRMOD: Track interactions and tasks • # of Applicants Enrollment yield through • ODM: Communication (email, letters, etc) • # of stealth applicants checklists and process through enrollment, educating about student • % of Inquiry to Applicant Conversion life Recruiting Funnel Prospect Inquiry Applicant Matriculate • HTML Emails • Inquiry/Lead Mgmt • Opportunity Management with • Testing • Automated Comm Plans • They showed interest Enrollment Stages • 1st Advisor Session (Accept, Admit, Enrolled) • Guide toward Inquiry Stage • High-touch interaction • Enrolling in classes • Checklists • Lower cost communication • Guide toward Online App • Communicate about On-Campus • High-touch counseling services and events Slide 10
  11. 11. Recruiting in CRM On Demand Example Process & Capabilities Design Generate Load & Track Drive Suspects Guide Prospect Comm Plan Awareness Suspects Toward Inquiry Toward ApplicationFeatures Examples1. Multi-Level Program/Campaign Hierarchy to layout all  Supports B2C and B2B recruiting and marketing such as tracking billboard, print, TV, web/banner or radio ads2. Determine target audience, objective, message3. Create and store collateral  Separate programs for Undergrad, Grad, Distance Learning, by department, or by campus4. Track budget, and projected vs. actual costs  Layout a multi-channel automated campaign5. Forecast Key Performance Indicators (KPIs) 1 2 3 4 5 Program Determine Create Track Forecast Audience Collateral Costs KPIs Campaign Campaign − Potential students − Undergraduate students − Graduate students − Faculty, Staff − Businesses/corporate Activity interests − Parents − Alumni Slide 11
  12. 12. Recruiting in CRM On Demand Example Process & Capabilities Design Generate Load & Track Drive Suspects Guide Prospects Comm Plan Awareness Suspects Toward Inquiry Toward ApplicationFeatures Examples1. Execute awareness campaign(s), directing suspects to respond  Create Applicant Inquiry Form posted on your website via multiple channels (Web Inquiry, Phone, Email, Card) that can create a Prospect record in CRM2. Load suspects from lists including test score loads, preventing  Multi-Channel comm plans can include emails, web duplicates. Automated suspect/prospect assignment engine forms, surveys, SMS, phone/scripting, chat, prospect assigns Lead/Suspect to recruiter. portal3. Reach out to Suspects. Once they respond, automated  Recruiters segment and send individual communication triggers segment and pull Prospects into a multi-step, multi- using branded templates with consistent messaging channel Comm Plan / Dialog, guiding them toward application.  Non-Responders can flow into different comm plan 1 Student Automated Online Responds A.I.F. Personalized Application to Ad Comm Plan 2 3 List Recruiter Loads Reach Out Web E-mail Mail Phone Chat SMS In- Person Slide 12
  13. 13. Oracle CRM On Demand-Post University’s Perspective on CRMMike Statmore, CIO Post University Slide 13
  14. 14. Post University’s Perspective Integration Workflow Communication Slide 14
  15. 15. Oracle CRM On Demand With Apex IT Higher Education Expertise Strategic Vision-Best Practices Complete Life Cycle deployment Implementation Accelerators SIS Integration Slide 15
  16. 16. Oracle CRM On Demand With Apex IT Student Success Accelerators:  Matriculation  Recruiting  Student Services Slide 16
  17. 17. Matriculation• Matriculation follows students throughout their entire educational career.• It links student services, instruction and research so that students can be successful.• It supports the education of every person who desires to pursue an advanced degree.• It supports persistence of students of color and immigrants.• It provides core services and support so students are able to make better and more relevant choices.• A student can seek access to any CCC and expect to have a similar experience with respect to applying, being admitted, completing assessment, receiving counseling services and assistance with registration.• It is integrated into the college culture and fabric, has become a core college service and function.• It is not based in silos but is institutional. CALIFORNIA COMMUNITY COLLEGES MATRICULATION STRATEGIC PLANNING SURVEY RESULTS September 2010 Slide 17
  18. 18. Applicant Details Real time tracking of Recruiting and Matriculation details Slide 18
  19. 19. Contact Reports Slide 19
  20. 20. Slide 20
  21. 21. Additional InformationCRM On Demand Webinars: Recording CRM On Demand: CRM for the Entire Constituent Life Cycle Recording CRM On Demand: Recruiting and Matriculation Mike Statmore – CIO, Post University Oct 5, 2011 CRM On Demand: Student Services for Higher Education, 2:00 ET Integration and Expansion Marcus Stewart- Manager, Contact Center-Student Services, Georgia Perimeter College Eric Steege, CRM On Demand Consultant, Apex IT Contact Information:  Patrick Sells 678.575.2905 Session Information:  Sessions are being recorded and we will send a link to that recording  For copies of PPT, please contact Patrick Sells Slide 21
  22. 22. Integration and Expansion CRM On Demand Designed to Integrate Campus Solutions Web Services, Mash- ups Social Networking Web Links SIS Integration Slide 22
  23. 23. September 21, 2011Oracle CRM On Demand-CRM for the Entire Constituent Life CycleRecruiting and MatriculationPatrick Sells | Apex IT Higher Education PracticeMike Statmore | CIO, Post University Slide 23